(Exam #2) Comm 200 Chapter 7. Persuasion
Findings of Narrative Theory
Proposes a compelling new explanation of how persuasion works Its Humanistic - so it cannot predict, seeks to understand
Attitude-Behavior Discrepancy Issue
Questions the validity of theories of attitude change as being true persuasion theories
Peripheral
Responding to the message based on: ^Presentation variable (does the speaker look good, know what she's talking about) ^Psychological strategies (how to persuade people who are not interested in speaker)
What is the major theoretic proposition of Dissonance Theory?
the higher the dissonance, the higher the drive to reduce it
What is dissonance?
the uncomfortable feeling that occurs when we engage in an action that opposes our beliefs, attitudes, or values
Why do receiver's assimilate messages?
to justify/rationalize accepting the message
Why do receiver's contrast a message?
to justify/rationalize rejecting the message
Elaboration Likelihood Theory overview (Petty & Cacioppo)
views persuasion primarily as a cognitive event, meaning the targets of persuasive messages use mental processes of motivation and reasoning (or lack thereof) to accept or reject persuasive messages
What is Contrast ?
when a speaker advocates a position falling within the receiver's latitude of rejection, the message is contrasted by the receiver.
What are the research findings about attitude change for listeners using the two processing routes?
*Central Processors are difficult to persuade* -but once persuaded, the effect will be long-lasting *Peripheral processors are easier to persuade* -effect doesn't last as long -susceptible to counter proposals
Narrative Theory
*Fisher* counter to most persuasion theories. ^asserts that people are persuaded by narratives and stories
Inoculation Theory
*McGuire* Purpose = to help people resist persuasion, how do we rejection persuasive appeals a receiver is exposed to a weak form of an argument attacking his/her position, the receiver should be able to resists a later, stronger form of the argument.
What are two major processing routes people use?
1. Central - elaborated route 2 Peripheral
What variables explain central processing?
1.) High ego involvement or motivation 2.) High ability
What are the factors that determine what route a listener will use?
1.) Motivation or Ego-Involvement 2.) Ability to understand message
What two factors determine the amount of dissonance a person will experience?
1.) Number of dissonant cognitions (dissonance ratio- the proportion of incongruent beliefs held in relation to to the number of consonant beliefs) 2.) Significance of the dissonance (perceived important of the issue-drunk driving vs. recycling)
Learned
1/4 characteristics of attitudes -Toward and attitude object: thing, person, or idea. We are not born with them
Evaluative
2/4 characteristics of attitudes -how favorably or unfavorably we feel toward an attitude object.
Predispose
3/4 characteristics of attitudes - one to behave in way consistent with an attitude.
Toward an object
4/4 characteristics of attitudes thing person idea etc.
What is Narrative Rationality?
A method of reasoning to judge the believability of stories
How can one change the attitude of a lowly ego-involved receiver?
Advocate a position in the receiver's: 1.) Latitude of acceptance or 2.) Latitude of non-commitment
What is the basis for many persuasion theorists assuming that attitude change constitutes persuasive effect?
Communication designed to influence others by modifying their beliefs, values or attitudes. Many persuasion theories focus on influencing receivers' attitudes. Why focus on attitudes? 1. attitudes are assumed to influence behavior 2. influencing behavior is the ultimate goal of persuasion
What is the discrepancy issue?
Distance between the position advocated by the speaker and the MA position of the receiver -many failures to persuade are the results of a speaker failing to take a position on the topic that has chance of being accepted by the receiver.
Cognitive Dissonance Theory
Festinger
Theory of Planned Behavior
Fishbein
What are psychological strategies one can use to persuade people using peripheral processing?
Foot in the door (argument they know) Door in face ( advocate for an argument that is way different from that persons) Liking Social Proof
What does narrative rationality rely on?
Good reasons: 1. coherence 2. fidelity
What is counter-attitudinal advocacy aka self-persuasion?
Having to advocate a position that is counter to one's beliefs, attitudes and values = creates dissonance Issue: How can this dissonance be resolved - change cognitions to justify one behavior.
What are the components of inoculation Theory?
Inoculation 1.) Forewarning the receiver that he is going to hear a message that attacks his attitudes, beliefs or values. Refutational Pre-emption 1.) Presenting specific attacks that might be made 2.) Providing counterarguments
How can researchers identify a person with high ego involvement
Large latitude of rejection (Far more Rs on the chart)
How can a researcher identify a person with low ego involvement
Less Rs on chart, small latitude of rejection
Components of the method that are measured
Most acceptable position (MA) and three latitudes - A, R, NC 1. A= acceptance 2. R= rejection 3. NC= Non-Commitment (NC)
What issue is important about Fishbein's theory ?
Of attitudes don't predict behavior, what good are they? Need to look at more variables beyond attitudes
What is Ego-Involvement?
Perception of one's attitude is crucial, significant or important
Elaboration Likelihood Theory
Petty & Cacioppo
How can one change the attitude of a highly ego-involved receiver?
Requires a large communication campaign, for these individuals largely reject anything different from their own -taking a position next to the receiver's MA position and gradually increasing the discrepancy from that position.
Perceived Behavioral Control
Self-efficacy Controllability
Social Judgement Theory = Attitude Change theory
Sherif
Varriables of Fishbein's theory
Subjective Normative Beliefs Controllability
What is assimilation?
When a speaker advocates a position falling within a receiver's latitude of acceptance, the message will be assimilated.
When receivers are highly ego-involved and have high ability, what should persuasive messages emphasize?
You should analyze the audience and know their ego-involvement in regard to the issue, topic, product, service etc. *emphasizing evidence in argument*
Strengths of ELM
constructs and processes are simple and clear can explain almost all results of persuasion research extensive empirical support
When they are lowly ego-involved and/or have low ability?
credibility of speaker superior delivery
Central route
critically evaluating the message and the evidence of a message more complex route centrally routed messages include a wealth of information, rational arguments, and evidence to support a particular conclusion.
Major Characteristics of High Ego-involvement
large latitude of rejection difficult to change MA of high ego-involved person
Persuasion overview
one can make the argument that how people influence one another's cognitions and behaviors using persuasive messages is perhaps the most important area of the field of communication
Major Research findings of inoculation theory?
only theory to identify methods of resisting persuasion solid empirical support
Theory of Planned Behavior (Fishbein) overview
purpose = identify variables that predict behavior crucial problem= attitude alone cannot predict behavior assumptions: behavior is intentional people choose to act they way they do
Attitude defintion
relatively enduring predisposition to respond favorably or unfavorably towards something
Cognitive Dissonance Theory (Festinger) overview
seeks to explain and predict how persuasion may be understood as a self-induced, intrapersonal event *MOST FAMOUS* -persuasion is not simply the result of injecting new or refined beliefs into others. ^influence is often an interpersonal event, occurring when incongruence between our attitudes and behaviors creates a tension resolved by altering either our beliefs or our behaviors.
Under which reward condition will the greatest amount of attitude change occur
smaller the reward, greater amount to justify actions
Normative Beliefs
social norms = perceptions of what valued-others expect you to do. vary in motivation to comply
variable connections
stronger attitude toward behavior - the more one's normative beliefs are consistent with performing the behavior
Theory of Beliefs, Attitudes and Values read more in book
*Rokeach* Broadly conceptualized theory of persuasion Proposes a solution to the attitude-behavior discrepancy issue. Beliefs, attitudes, and values must be in harmony with each other Values 2 types terminal (ends) and instrumental (means)
Social Judgement Theory (Sherif), overview
*based on pyscho-physical research - judgements of physical characteristics are based on comparisons between ourselves and the person we are communication with -if the other person is farther away in a position we are less likely to agree or conform to the other's idea if they were instead closer to ours.
Social Judgement extended class
- it argues that judgements are based on comparisons whether receivers accept a message depends on how far or near it is from their own.
When listening to a message that produces dissonance, what are the three ways a receiver can maintain his position on an issue and simultaneously lower his dissonance ?
1.) Derogating the speaker, lowering credibly of speaker 2.) Adding new information bolstering own position and point of view 3.) Seeing the dissonance as insignificant, thus not requiring change
What variables explain peripheral processing?
1.) Low ego involvement or motivation, if the message is boring to the listener they will not listen critically 2.) Low ability
Behavioral Intention
Determined by the combination of attitude, normative beliefs, and perceived behavioral control - Highly correlated w/ behavior
What were the researchers who were engaged in counter attitudinal advocacy trying to determine?
How can this dissonance be resolved in regards to the speaker, did so with high or low rewards. Higher the reward = lower the dissonance , it still exists but is lowered Small= High dissonance, can possibly be reduced but not significantly.
Strengths of the theory (Fishbein)
demonstrates attitude alone does not determine behavior Shows the importance of Normative beliefs and perceived behavioral control in determining whether an attitude will be expressed in behavior.
What factors affect what a person will accept as good reason?
depends on culture, character, history, values, experience
